Including graphic "As seen on TV" vs none?

Banned 10 years ago

I've never tested it. A lot of scammy/spammy stuff has used that phrase. It's become a bit of a joke. Right up there with "But wait - there's more".

Interestingly....according to Wikipedia (yes, I know they are not an "authority" per se) -

The red logo and phrase is now part of public domain and can be used on packaging or used in business without a fee or infringing on someone's trademark.

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The Pines

10 years ago

That's the exact graphic we're testing!

We'll run it anyway, but I'm not expecting too much - I don't think TV in general has the kind of informational authority it used to, newspapers as well, although it's notable that we are marketing to the over 55's, who are still the largest buyers of newspapers, watchers of TV on non-satellite channels, and listeners to the radio.

If there is much of a sales boost (or loss) as a result of the graphic I'll report back to the forum.

Thanks

ETA - The Copy Nazi, I can't 'thank you' until I've posted 6+ times - will make up for it when I have sufficient posts

Originally Posted by The Copy Nazi

I've never tested it. A lot of scammy/spammy stuff has used that phrase. It's become a bit of a joke. Right up there with "But wait - there's more".

Interestingly....according to Wikipedia (yes, I know they are not an "authority" per se) -

Thanks

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Cam Connor

10 years ago

While it does offer some credibility, I'd go without it for 3 reasons:

1) It's tacky
2) It's overplayed
3) People who see it IMMEDIATELY know they're being sold to

Hope that helps.

Thanks
1 reply

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The Pines 10 years ago

Originally Posted by Cam Connor

While it does offer some credibility, I'd go without it for 3 reasons:

1) It's tacky
2) It's overplayed

Cam, where I am based and where we market to (exclusively to the UK, to the over 55's) it is used less often than in the USA, but I take your point, it IS overplayed.

Originally Posted by Cam Connor

3) People who see it IMMEDIATELY know they're being sold to

Hope that helps.

They immediately know they're being sold to by the envelope, the sales letter, and the 8pp mailing! As Dan Kennedy says - "You can't be a little bit pregnant".

If it boosts response by one-tenth of a percent then I'll be happy, if it makes no difference then I'll chalk it down to experience, if it affects response negatively I'll go back to my usual persona of bitching and moaning.

Thanks for your feedback - I can't officially 'thank you' until I have 6+ posts
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- Cam Connor 10 years ago
  
  Originally Posted by The Pines
  
  Thanks for your feedback - I can't officially 'thank you' until I have 6+ posts
  
  Np. It's the thought that counts.
  
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  Chriswrighto 10 years ago
  
  What product are you selling?
  
  Chris
  
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  Signature
  
  Wealthcopywriter.com :)
  
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  The Pines 10 years ago
  
  Originally Posted by Chriswrighto
  
  What product are you selling?
  
  Chris
  
  A health supplement that we import from the manufacturer, who is based in the USA. The TV exposure has been in the USA, we won't be doing an infomercial for it over here.
  
  Thanks
  
  P.S. It's not a Kevin Trudeau product!
  
  Thanks
  
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Steve The Copywriter

10 years ago

It can be better (providing it's true) to say…

As seen on The (well known/reasonably well known personality) Show.

It takes the sting out of being sold to and adds (providing your audience like the "personality") - a big credibility bump.

Steve

P.S. How do you get a product mention?

You just have to ask the personality and or the guests.

Will they do it?

If you give them compelling reasons and if they like the "product"

And if it fits in with a segment of the show.

They might.

Thanks
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BudaBrit

10 years ago

Originally Posted by Steve The Copywriter

It can be better (providing it's true) to say...

As seen on the (well known personality) show.

It takes the sting out of being sold to and adds (providing people like the "personality" - it helps if the target audience are fans) a big credibility bump.

Steve

Problem being, in this case, that unless it's Oprah or Ellen, most Brits over 55 won't have a clue about who the personality is :p

Report back, Pines, will be interesting to see your results

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Steve The Copywriter

10 years ago

[QUOTE=BudaBrit -]Problem being, in this case, that unless it's Oprah or Ellen, most Brits over 55 won't have a clue about who the personality is :p

Maybe.

But look at the Ads in a UK "over 55's" magazine or newspaper it's not unusual to see "as seen on so and so's TV show"

Steve

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The Pines

10 years ago

Originally Posted by BudaBrit

Problem being, in this case, that unless it's Oprah or Ellen, most Brits over 55 won't have a clue about who the personality is :p

Report back, Pines, will be interesting to see your results

We don't have any TV endorsements, just the fact that it was advertised on TV, albeit on DR TV.

It's mailing in January 2015, should have some meaningful results by week 3, will report back.

Thanks to everyone for your responses.

Thanks

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The Pines

10 years ago

[quote=Steve The Copywriter;9746288]

Originally Posted by BudaBrit -

Problem being, in this case, that unless it's Oprah or Ellen, most Brits over 55 won't have a clue about who the personality is :p

Maybe.

But look at the Ads in a UK "over 55's" magazine or newspaper it's not unusual to see "as seen on so and so's TV show"

Steve

Steve, would you mind mentioning any of those 'so-and-so' names / programmes? I can think of "Loose Women", but they are slightly too young for my audience. If I could get a slot during BBC2's coverage of indoor bowls I'd be happy...

Thanks

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Steve The Copywriter

10 years ago

You have to wade through all the TV channels and find a program that appeals to the over 55's.

The other option is find a 55 plus celebrity (well liked by your audience] and get them to endorse your product.

You may be surprised - it doesn't have to cost a lot of money (often they want publicity, even more so if they have a book that you can tactfully mention).

If the celeb isn't currently on the box, doesn't have an autobiography or whatever and has faded from the limelight the formula is -

Picture of Celebrity - So and So - star of This and This - Credibility boosting quote proclaiming how wonderful the product is.

The over 55's will usually remember them. Often very fondly.

It's unlikely you'll organise this before January 15th but you may want to do it in the future.

Steve

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MatthewRHallEsq

10 years ago

Isn't the "As Seen on TV" label really a way of filtering your audience, kind of like Nigerian scammer emails? When I see that label, I immediately check out because I know I can get a similar product at a better price on Amazon.

However, when my mom sees it, she's interested because there are decades of infomercials showing "useful" products. To her, being on TV still means something (kind of like if Dr. Oz pushes some new miracle). She's more gullible, frankly, and probably a good customer (she once spent $160/month on Green Coffee pills for 9 months because of an auto-bill she never cancelled).

I'd imagine savvy people will actually be turned off by seeing the label (but perhaps this is my bias assuming I'm savvy, ha).

I wouldn't see this label as a way to build credibility, I'd see it as a way to filter your audience into my mom's demographic and target gullible people.

Thanks

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Raydal

10 years ago

"As Seen On TV" use to be equivalent to "Not available in stores" but
not anymore. I see some stores have a "As Seen On TV" section
which really lowers the exclusivity of the items I think.

-Ray Edwards

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DJL 10 years ago

Think different:
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- The Pines 9 years ago
  
  Just a quick re-visit to this thread.
  
  The results are in and...
  
  It made no difference!
  
  Adding the graphic "As seen on TV" (and no other changes) gave an extra 0.01% response. In other words, one-hundredth of a percent, which was not statistically significant.
  
  The quest for higher response continues...
  
  Thanks
  
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JonMills

9 years ago

Originally Posted by The Pines

Just wondering if anyone has ever tested this.

It's for a direct mail piece - the only differences between the two pieces will be a small graphic in the top right hand corner stating "As seen on TV", the other split will be identical, except for the removal of the graphic - no other copy, design, delivery, or list changes.

However... the test is only for 10,000 pieces, which may not be statistically significant so I'm looking to see if anyone else has run a similar test?

The other possibility is that no-one gives a fig if its been on the TV...

Thanks

It's lame. When people first started doing it, it worked.

Now days most folks know you are trying to pull the wool over their eyes.

Same goes for "Seen on ( website ) when really they just had an ad served there via MSN ads lol

Thanks

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Including graphic "As seen on TV" vs none?

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